Success in today's complex marketplace is critically dependent on accurately aligning an organization's capabilities with the market's demands. Consequently, identifying market opportunities; establishing market priorities; creating, enhancing, communicating, and delivering differentiated value to your customers; developing an effective and integrated marketing strategy that incorporates digital marketing and social media; and increasing the value of brands are topics of upmost importance for managers with marketing responsibilities.

The Strategic Marketing program explores the most current developments and best practices in these areas, providing the participants with practical knowledge and actionable strategic insights. The program is designed to enhance the ability of managers to develop and implement strategies that strengthen customer relationships, accelerate company growth, and enhance shareholder value.

Objectives

• Develop integrated marketing strategies that leverage organizational capabilities
• Understand sources of customer value and how to focus on strategic target markets that provide sustainable and profitable growth
• Explore communication of value through positioning and differentiation
• Gain insights into developing and implementing innovation strategies
• Explore the integration of interactive marketing and social media
• Learn analytical approaches to improve marketing strategy decisions
• Understand marketing efficiency, effectiveness, and return on marketing investment

Topics

• The three big decisions of strategy
• Identify sources of competitive advantage and customer value
• Create, capture, and communicate value to the right customers
• Delivering customer value through customer experience management
• Social media, word of mouth, and interactive marketing as strategic tools
• Enhancing channel and value delivery system performance
• Building and strategically managing brands
• Ensure efficient and effective positioning through marketing communications
• Develop effective pricing and value capture strategies
• Marketing measurement and return on marketing investment

This program is designed for experienced managers with marketing responsibilities and interest. Typical titles include: general manager, vice president of marketing, marketing director or manager, and product or brand manager. Top executives (whose responsibilities include, but are not limited to, marketing) and other senior managers who work closely with marketing are also encouraged to attend.

	Mark Bergen, Professor, James D Watkins Chair in Marketing, Carlson School of Management, University of Minnesota
	Dave Hopkins, Program Director, Carlson Enterprise, Carlson School of Management, University of Minnesota
	George John, General Mills-Gerot Chair in Marketing and Chair of the Marketing Department, Carlson School of Management, University of Minnesota
	Joseph Redden, Assistant Professor of Marketing and Logistics Management, Carlson School of Management, University of Minnesota

Executive Presenters

• Ann Carr, Senior Vice President and General Manager, Mars Advertising
• John Grudnowski, Founder, Managing Partner, FRWD
• Margaret Murphy, President & COO, Olson Denali

Location
Executive Education
Carlson School of Management
University of Minnesota
321 19th Ave. S.
Minneapolis, MN 55455-0438

Quantity Discount
A discount of 15% will apply to registrations of 3 or more people from the same company registering as a group for the same specific program. Please note that this offer is contingent upon all registrants enrolling in the same program having the same start date. Program cancellations and program transfers affecting the minimum number of people enrolled in the program for which the discount applied will void the discount.

Schedule (pdf)

Curriculum (pdf)

Titles of Recent Participants (pdf)